The Gen Z Playbook

The Economic Times and Snapchat have commissioned a first-of-its-kind quarterly Index in partnership with Kantar: ET Snapchat Gen Z Index. ¹ For marketers and advertisers, the index highlights the top brands winning with Gen Z and delivers actionable insights into what’s driving engagement, affinity, and loyalty. For anyone trying to understand young India, it offers a deep dive into the evolving mindsets, values, and sentiments shaping how this generation thinks, feels, and connects with brands.

This quarterly Index, will over time become the industry's go-to benchmark, a trusted, ongoing pulse check on what young India values, how they engage with brands, and how those relationships evolve. For marketers, it’s more than data; it’s a strategic north star for building lasting relevance with Gen Z.

Each quarter, the Index will spotlight a fresh facet of Gen Z sentiment, shaped by the cultural and consumer trends of the moment, offering a real-time window into how young India is thinking, feeling, and evolving.

Puneet Gupt, COO, Times Internet: "At Times Internet, we believe in leading with insight. Our partnership with Snapchat to launch the Gen Z Index is a bold step in decoding the pulse of a generation reshaping the future of consumption, careers, and culture. This Index is where trusted journalism meets cultural relevance and research precision offering unparalleled clarity on Gen Z preferences and behaviour; a powerful resource for brands, investors, and policymakers alike. We at The Economic Times take pride in associating with Snapchat to introduce the most definitive and incisive Gen Z Index for our readers and brand marketers."

Pulkit Trivedi, India Managing Director, Snap Inc.: “At 377 mn strong, Gen Z is the largest demographic in the country, and while brands recognize their potential, market research indicates only 15% brands have a focused strategy to engage with this audience. The Gen Z Index is designed to offer CEOs and CMOs an insightful lens into Gen Z, helping them make informed and future-ready decisions into how this generation is thinking, feeling and shopping today. Our endeavor at Snap is to continue offering an in-depth understanding of GenZ through valuable insights to brand marketeers, and this ET Snapchat Gen Z brand index study is a first-of-its-kind initiative in India. Backed by the credibility of The Economic Times, Snapchat’s deep connection with Gen Z, and the research expertise of Kantar, the Index serves both as a benchmark of brand performance and a window into Gen Z sentiment."

The Index covers three key elements: Gen Z Brand Report Card, Gen Z Cheat Sheet, and Gen Z Career & Finance Moves. 

The Index evaluates brand performance across five core metrics: 1. Brand Consideration, 2. Advocacy, 3. Brand Love, 4. Trendsetting Ability and 5. Excitement. These calculate a composite Brand Index Score that measures brand resonance with the Gen Z cohort. Click here for Q1 brand results. 

Gen Z is redefining everything — from how they shop to how they show up at work.

• “If it’s not real, I’m out”

  • Authenticity trumps fame - 80% place higher trust in influencers sharing relatable stories versus celebrity endorsements (67%) and mega influencers (75%). This extends to personal relationships too — 76% prefer sharing life updates with a close circle, while 77% are open about mental health with friends or family. 

• Intentional > Impulse

  • Emotional connection drives purchase - A sizable 85% are more likely to buy from brands with personal meaning.

  • Deal hunting is a way of life: 84% do research both offline and online to find the best deals

  • Pride in local: 83% of Gen Z take pride in buying Indian-origin brands

• AI-native, but not screen slaves

  • While 81% actively embrace AI and AR tools, 82% consciously monitor their screen time, a clear sign of their desire to stay grounded in a hyper-connected world.

• Public ≠ Private

  • 76% prefer sharing daily updates within a closed group, while fewer (71%) feel comfortable discussing their personal lives on social media.

• Vibe > 9-to-5

  • 34% prefer a hybrid setup, 17% opt for full-time WFH, and 2 in 3 Gen Z consider flexibility extremely important.

• Freedom > Flash

  • 24% are already planning for Financial Independence, Retire Early (FIRE)

  • 31% are building long-term wealth

  • Three out of four are saving at least 30% of their income, challenging stereotypes about youth spending habits